Issuu on Google+

01

PALM VISUAL STRATEGY GUIDE


PALM, INC.

THE VISUAL STRATEGY GUIDE


PALM, INC.

THE VISUAL STRATEGY GUIDE

CONTENTS


BRAND OVERVIEW

01

Who are we?

08

A Little Bit of History

10

Looking Ahead

12

Our Mission

14

AUDIENCE + VISUALS

02

Audience Profile

18

Visual Direction

26

COMPETITORS

03

Current Competitors

32

Adjacent Competitors

34

Future Competitors

36


PALM, INC.

THE VISUAL STRATEGY GUIDE

01 BRAND OVERVIEW Who are we? History Overview Re-Branding Objectives Our Mission


BRAND HISTORY | 7


PALM, INC.

THE VISUAL STRATEGY GUIDE

WHO ARE WE? Palm, inc. is an American company, founded in 1992 by Jeff Hawkins, who later hired Donna Dubinsky and Ed Colligan, all of whom guided Palm to the invention of the Palm Pilot. They produced both a portable wireless device and an operating system for portable hardware devices and desktops. Palm launched its Palm Pilot hardware device in 1996 as a personal organizer. In 1999, it released its Palm V. The Palm Treo smartphone was developed by Handspring which Palm acquired. The PDA (Personal Digital Assistant) was used mainly by business men/women, some were aimed at the medical profession’s, such as PDAs loaded with drug databases, treatment information, and medical information. It was also allowed in many classrooms for digital note-taking. Students could spell-check, modify, and amend their class notes on a PDA. Another use of PDA was by music enthusiasts to play a variety of music file formats. Many PDAs include the functionality of an MP3 player. Road rally enthusiasts can use PDAs to calculate distance, speed, and time. This information may be used for navigation, or the PDA’s GPS functions can be used for navigation. Underwater divers can use PDAs to plan breathing gas mixtures and decompression schedules using software such as “V-Planner”. Palm, one of the earliest makers of smartphones, was unable to follow up its success in the personal organizer business. Analysts pointed to the fact that the company was slow to realize that consumers wanted wireless voice and data from the same device. With Palm back in the market, it will present it self as a technological company providing an instant, fast and easy access to the business information world. A world which will revolutionize the way people experience business.


WHO ARE WE? | 9

Jeff Hawkins Ed Colligan Donna Dubinsky


PALM, INC.

THE VISUAL STRATEGY GUIDE

A LITTLE BIT OF HISTORY

1992

1995

1997

1998

Foundation of Palm Computing Inc. by Jeff Hawkins

The company was acquired by U.S. Robotics Corp

U.S. Robotics was acquired by 3Com

The founders are unhappy with the direction 3Com was taking the company. The leave to find Handspring.

2006

2007

2008

Palm released the Palm Treo 700w, the first Windows Mobile-powered Treo, in a partnership with Verizon Wireless and Microsoft

Palm formed a strategic relationship with the private-equity firm Elevation Partners, investment that came after months of rumors about a possible Palm sale

Palm CEO Ed Colligan announced that the company would no longer develop any new hand-held PDAs


A LITTLE BIT OF HISTORY | 11

2000

2002

2003

2005

Palm is traded on the NASDAQ under the ticker symbol PALM.

Palm set up a wholly owned subsidiary to develop and license Palm OS, which was named Palm Source.

Company merges with Handspring and renames to palmOne, Inc.

PalmOne purchased PalmSource’s share. PalmOne launched its new name and brand, reverting to Palm, Inc. ACCESS, which specializes in mobile and embedded web browser technologies, acquired PalmSource.

2009

2010

2011

2016

Palm announced the webOS operating system and Palm Pre smartphone and released with Sprint. Which sends Palm’s stock up high. While reviews were positive, launching with only one U.S. carrier proved to be a crucial mistake that limited sales.

Share price of Palm dropped to below US$4. Hewlett-Packard announced it would purchase Palm

HP announced that it would discontinue production of all webOS devices, including smartphones and tablets

Palm, Inc. is coming back!


PALM, INC.

THE VISUAL STRATEGY GUIDE


LOOKING AHEAD | 13

LOOKING AHEAD Palm will forever be remembered as one of the earliest creators of smart phones. They were pioneers in the filed and have succeeded where other companies have not managed to. Although back in the 90’s the company was slow to realize that consumers wanted wireless voice and data from the same device, that is not the case any longer. It is Palm time to come back into life and rethink its initial soul, to expend the opportunities to connect the business world once again and give people the chance to have an easy, fast and instant access to information in the business world, where ever they go to. Palm will be once again pioneer in the field using the most advanced, intelligent and secure technology.


PALM, INC.

THE VISUAL STRATEGY GUIDE


OUR MISSION | 15

OUR MISSION

Palm gives you the opportunity to access instantly information and have efficient business connections. The company guarantees an intelligent, fast and secure access to your needs.


PALM, INC.

THE VISUAL STRATEGY GUIDE

02 AUDIENCE + VISUALS Audience Profile Visual Direction


PALM, INC.

THE VISUAL STRATEGY GUIDE

AUDIENCE PROFILE Technology is progressing in a fast speed, calling everyone to join the ride and be a part of the future. Palm is developing the new innovative future and inviting business people from all over the world to join it. Business men and entrepreneurs will exceptionally be interested by Palm items. All Palm gadgets (phones, computers, tablet and so forth) have a business quality that is exceptionally valuable. These gadgets are utilized to complete work productively and to speak with customers effectively. Likewise, sending reports is simple and sorted out. The minimalism of the product is very much interesting and demanding. All and all, Palm is here to give you the present and future in every way you may need it. The consumer was always a top priority for the company alongside the best experience they can possibly give, whether it is using a computer, mobile device, gaming, music, business, medical development, social and private life, shopping, traveling, health and sports.

BUSINESS

EDUCATION

HEALTH & WELLNESS

TRAVEL


AUDIENCE PROFILE | 19


PALM, INC.

THE VISUAL STRATEGY GUIDE

THE STUDENT

Robbie Owens | 23 | College Student | Palo Alto

Robbie is interested in technology and always looking for

He understands the value of advanced products and will-

new gadgets and new inventions

ing to pay extra for a full experience

He enjoys staying in his apartment and get everything

He enjoys programming and learning as much as he can

delivered to his place, sometimes feels like he lost connec-

about it

tion with the real world Works at a cafe in the financial district and enjoys creating fruitful relationships with customers He is always looking for new events in the city for design and tech, to see what is new in the world and he can be a part of it

He tries to be more athletic and appreciate light and easy to use devices that tracks his heartbeat and progress


AUDIENCE PROFILE | 21

THE DESIGNER

Jade Pearson | 27 | Artist | New York

Jade have managed to get clients all over the world and

Listens to music while designing, at all times, in order to

find it hard to have instant connection with them at times

give a feeling of freedom and creativity

and could use a gadget that will help her do just that She works outside a lot and sometimes notices things she may need at that specific moment, to have the option to record immediately the products she may need She could use an easier access to her files in order to send them faster to different clients in different places She spends a lot of time in front of the computer, consulting with other designers, she prefers a direct online chat

Takes some classes online and needs an easy access to all materials She meets a lot of people along her way and could use a faster system to save all of their info


PALM, INC.

THE DOC

THE VISUAL STRATEGY GUIDE

David Rosenstein | 46 |  ER Doctor | Boston

David is married to Jane, a medical researcher, they have

Keeps a healthy life style and enjoys a work out usually in

2 children together and a dog. He is extremely family ori-

the mornings before starting work

ented and due to his busy life style, he does not spend as much time with them as he wishes, therefore, constantly looking for better options to stay in touch with them He works long hours at the hospital, doesn’t see his kids as often as he would like, they send a lot of pictures to one another and have a lot of face time He runs around the hospital quite a lot, including often visits to the lab, for faster access to results and consultations, and could use a more instant access to information

Works with his wife at the hospital on different medical breakthrough and artificial intelligence research Keeps in touch on a regular basis with other doctors for possible consultations As a part of his busy schedule, he teaches some classes online for different schools


AUDIENCE PROFILE | 23

THE OWNER

Jennifer Emerson | 26 | Entrepreneur | Miami

Among of her other businesses, Jennifer is the owner of

Her traveling takes a lot of her time, forcing her to take

a cafe shop, where she has holds most of her business

care of her business from the far and always needs an

meetings and gets to meet new people and needs a fast

instant connection to her files and information

and easy way to register them all

Her different projects forces her to shop a lot online, while

She works on different projects and maintains a very busy

she could always use that instant connection to every-

life style, she wishes she had an assistant

thing in every moment

She is extremely multi tasking and usually does many

Being an entrepreneur creates the need to have a strong

things at once, trying to remember it all

network around, the need to constantly meet new people

She travels a lot looking for new opportunities, and wishes she had a constant access to all of her information

and extend connections and create new businesses


PALM, INC.

THE VISUAL STRATEGY GUIDE

THE RESEARCHER

Jordan Smith | 38 | Artificial Intelligence researcher | Chicago

Jordan has always been the best in programing and tech-

He feels like a scientist like his dad and got into AI devel-

nology and always looks for better opportunities to broad

opment and research after his father

his enthusiasm

He had so many ideas he would like to share with the

He loves what he does and always looking for new projects

right company, a place where he can be himself to do

to get into

whatever he wants

Jordan’s parents are very much into technological devices,

He loves connecting with people from different places over

and he shares the same passion

programming and development and keeps in touch with

He constantly meet new people in his field and they end up working together, developing new ideas

people from all the world


AUDIENCE PROFILE | 25

MAN OF BUSINESS

Robert Mann | 52 | Financial consultant | Washington D.C.

Robert is married to Jen, a college professor, they have

Robert is invited to a lot of meetings and meets a lot

3 kids, all in the college where their mom teaches and

of people, having sometimes a hard time remembering

wishes to be in better touch with them Robert has heart problem and needs a special watch to monitor his heartbeats and blood pleasure Roberts also needs to stay in constant touch with his doctor for new development in the field Robert commutes for an hour and a half every day to work and needs easy access to his work documents in order to loose the momentum of business. He needs instant access to all of his information at all times

them all, wishing he could take his assistant with him everywhere Robert loves taking his wife to different concerts, sport games and event, usually in the first few rows, and wish to have an instant access to tickets and different options He appreciate a good work out in his limits and constantly look for easier, advanced gadgets


PALM, INC.

THE VISUAL STRATEGY GUIDE


VISUAL DIRECTION | 27

VISUAL DIRECTION Instant Efficient Business Information


PALM, INC.

THE VISUAL STRATEGY GUIDE

HOW PALM USED TO BE


VISUAL DIRECTION | 29

WHERE PALM IS GOING


PALM, INC.

THE VISUAL STRATEGY GUIDE

03 COMPETITORS Current Competitors Adjacent Competitors Future Competitors


BRAND HISTORY | 31


PALM, INC.

THE VISUAL STRATEGY GUIDE

CURRENT COMPETITORS Palm is re entering a market where some of the competitors have established their strength and stamina and are undeniable powerful in their field. However, Palm will present once again why they are pioneers in the field and create a new world for businesses, information and building the right connections to help the users gain the power they needs in one touch.

Known for delivering and answering every need of eople

Motorola have created the first cell phone back in 1983,

who want to stay connected online, to friends, games,

only 1% of the population could actually afford it.

music and more. Started with the Macintosh at 1976.

Created a line of smartphones and services designed and

Nokia have created the Communicator in 1996, featur-

marketed by BlackBerry Limited. The very first RIM

ing a keyboard, changing the use of phones into writing

device was the Inter@ctive Pager 900, a clamshell-type

as well.

device that allowed two-way paging, announced on September 18, 1996

IBM has continually shifted its business mix by exiting

A Rolodex is a rotating file device used to store business

commoditizing markets and focusing on higher-value,

contact information.

more profitable markets. This includes spinning off printer manufacturer Lexmark in 1991 and selling off its personal computer (ThinkPad)


CURRENT COMPETITORS | 33

The company produces a range of well-known personal

Lotus Development Corporation was a software company

organizer wallets.

most commonly known for the Lotus 1-2-3 spreadsheet application, the first feature-heavy, user-friendly, reliable and WYSIWYG-enabled product .

Applications, servers, and services developed by Micro-

Line of professional and personal organizers, PDA hold-

soft. Announced back in the late 80’s.

ers, journals, and accessories.


PALM, INC.

THE VISUAL STRATEGY GUIDE

ADJACENT COMPETITORS Technology today has so many options to offer to the business world. All technological solutions were created to provide an easier access to information, however, in order to access it all, the user must do several actions to get to the information, instead of having it all at the palm of their hands. Not all companies provide a direct solution, which may make it a bit more difficult for the user.

An electronic company that provides business solutions

A multinational telecommunications conglomerate.

such as computers, hardware, middle ware and software,

AT&T is the second largest provider of mobile telephone

and offers hosting and consulting services.

services and the largest provider of fixed telephone services.

An American pulp and paper company, one of the world’s

Ameritech Corporation was a U.S. telecommunications

leading manufacturers and distributors of tissue, pulp,

company that arose out of the 1984 AT&T divestiture.

paper, packaging, and other products.

A c or poration pr ov id i ng c omput er-assist ed lega l

The first major commercial online service, was known

research as well as business research and risk manage-

for its online chat system, message forums covering a

ment services

variety of topics, extensive software libraries for most computer platforms


ADJACENT COMPETITORS | 35

A focus for technology and software development. Novell

The pager was a wireless telecommunications device

technology contributed to the emergence of local area

that receives and displays numeric messages and/or

networks, which displaced the dominant mainframe

receives and announces voice messages.

computing model and changed computing worldwide.

Thomas Guide is the title of a series of paperback, spi-

The Bloomberg Terminal was a computer system that

ral-bound atlases featuring detailed street maps of var-

enables professionals in finance and other industries

ious large metropolitan areas in the United States,

which users can monitor and analyze real-time financial market data and place trades on the electronic trading platform.


PALM, INC.

THE VISUAL STRATEGY GUIDE

ASPIRATIONAL COMPETITORS Palm have started as a pioneer in the field of digital personal assistance, and although it did not make it 15 years ago, with the right futuristic technology, it can be a part of these next big companies that do their best to change the face of technology as we know it.

SIRI is here to give the digital personal assistant expe-

Dropbox is a file hosting service, offers cloud storage,

rience to everyone who own apple device.

file synchronization, personal cloud, and client software.

The company recently branched into the enterprise mar-

A leading data analytics provider serving customers in

ket by launching a business-focused version of WeChat

insurance, natural resources, and financial services.

that facilitates communication (messages, phone calls, e-mails) between colleag ues, as well as employee expense reports and other record-keeping.

Microsoft corp is wagering on a future heavy chat bots,

SBA Communications Corp. owns and operates wireless

which will understand natural languages and should

communications tower structures, rooftops and other

dramatically increase the utility and functionality of

structures that support antennas used for wireless com-

mobile devices.

munications.


ASPIRATIONAL COMPETITORS | 37

For building and investing in robots and in the future

Facebook aims to build the “best AI lab in the world”.

in a way that will change the way we are living.

Facebook has an AI powered personal assistance and facial recognition features that can sort, recognize and tag entire group of friends.

The company engages in the provision of internet search

Amazon’s echo home speaker comes equipped with Alexa,

solutions and online marketing solutions. The company

an AI powered virtual assistant that can recognize and

also operates an e-commerce platform with an online

answer questions, read news, audio books, play music

payment tool, develops and markets web application

and much more.

software, and provides human resource related services.


PALM, INC.

THE VISUAL STRATEGY GUIDE


“YOUR BRAIN IS THE PRIMARY FUNCTION OF THE NEO-CORTEX, AND THE FOUNDATION OF INTELLIGENCE.”

–Jeff Hawkins, Palm, Inc. Founder


PALM, INC.

THE VISUAL STRATEGY GUIDE

RESOURCES Brand History www.contactnumber7.com/palmpilot-contact-number-172919 www.en.wikipedia.org/wiki/Palm,_Inc. www.content.time.com/time/specials/packages/article/0,28804,1898610_1898625_1898634,00.html Audience Images The Student www.unsplash.com/@ugmonk?photo=9SyOKYrq-rE The designer www.unsplash.com/photos/zuQDqLFavI4 The Doc www.hd.unsplash.com/photo-1427751840561-9852520f8ce8 the owner www.hd.unsplash.com/photo-1456689614583-300abc95e75e Man of Business www.hd.unsplash.com/photo-1462826686208-b3cea385c35e The researcher www.hd.unsplash.com/photo-1469032923574-4f1413034019 Before Images Rolodex www.gubibaby.wordpress.com/2009/08/11/dymo/#jp-carousel-2288 Architecture www.unsplash.com/@sergio_rola?photo=rpnL45a3-m8

Pattern www.hd.unsplash.com/photo-1459893768016-e605c5925b0c Business man www.hd.unsplash.com/photo-1467664631004-58beab1ece0d Old cat - https://www.pinterest.com/ pin/359654720215749975/ Golf www.hd.unsplash.com/photo-1470883086119-f9dda6fdb990 Office www.hd.unsplash.com/photo-1431540015161-0bf868a2d407 Food www.hd.unsplash.com/photo-1438001505409-975773075220 After Images Car www.pinterest.com/pin/787c6cd7f8d30a87487327b83c2674bd/ Architecture www.pinterest.com/pin/468796642441149093/ Texutre www.hd.unsplash.com/photo-1470485661945-c52d58c91f51 Business man www.pinterest.com/pin/375980268867283369/ Cat www.hd.unsplash.com/photo-1448222993383-a2fff2914d27


RESOURCES | 41

Ski www.hd.unsplash.com/photo-1418662589339-364ad47f98a2 Chair www.pinterest.com/pin/198510296049633515/ Food www.pinterest.com/pin/10344274115531907/ Competitors Wikipedia www.verizon.com/home/verizonglobalhome/ghp_landing. aspx www.forbes.com/innovative-companies/list/#tab:rank www.businessinsider.com/5-companies-that-transformed-enterprise-communication-in-2013-2013-12 www.technologizer.com/2011/03/20/att-buys-t-mobile/ www.hoovers.com/company-information/cs/company-profile. bloomberg_lp.cac75f34add153fa.html


PALM, INC.

THE VISUAL STRATEGY GUIDE

All content for Palm Visual Strategy Guide was collected, conceived, written and designed by Ravit Ben Zion. www. ravitbenzion.com www.behance.net/ravitbz ravitbz25@gmail.com Design Consultation Hunter Wimmer, GR 604 Nature of Identity Academy of Art University Copyright

C

2016 Ravit Ben Zion

This book is a non-commercial work produced as a student project for educational purposes, and as such is considered a derivative work under the Fair Use of U.S. Copyright law.



Palm Visual Strategy Guide